China’s Foreign Ministry Responds to Sanrio’s Cancellation of VIVANT Collaboration, Urges Vigilance Over Cultural Portrayals

China’s Foreign Ministry responded on October 29, 2026, to Japanese character company Sanrio’s decision to end its collaboration with the television dramaVIVANT, saying that attempts to portray China negatively through cultural products deserve attention from the international community.

Foreign Ministry spokesperson Guo Jiakun said Beijing had taken note of the reports. He stated that a faction in Japan continued to seek to “vilify and smear China” through cultural products and spread anti-China sentiment, adding that the issue should prompt vigilance among the international community and people of insight in Japan.

The controversy centers on the second season ofVIVANT, a Japanese spy drama broadcast by TBS. The series features a fictional Chinese intelligence agency and depicts the detention and torture of Japanese intelligence operatives. Some Chinese media outlets and social media users have criticized the portrayal of Chinese characters, arguing that it presents a negative image of China and could reinforce hostile perceptions.

The debate subsequently extended to Sanrio, the Japanese company behind globally recognized characters including Hello Kitty, Cinnamoroll and My Melody. Its collaboration withVIVANTinvolved character merchandise featuring Sanrio figures dressed as characters associated with the drama. The partnership drew criticism from consumers who questioned whether the collaboration was consistent with the company’s emphasis on care, connection and harmony.

Late on October 28, Sanrio’s Chinese subsidiary issued a public statement apologizing for the concerns caused by the collaboration. The company said it had determined that elements associated with the partnership were inconsistent with the Sanrio Group’s corporate philosophy. It therefore decided to terminate the collaboration, along with all subsequent projects and promotional activities, and pledged to strengthen its review procedures for future partnerships.

Sanrio’s Japanese headquarters subsequently published a statement on its official website on October 29, confirming that the collaboration and related future activities would be discontinued. The company said it would take feedback seriously and improve its review process for future projects.

The drama’s broadcaster, TBS, has also addressed the controversy. According to media reports, the broadcaster said the series was entirely fictional and was not intended to disparage any particular country. The differing views have brought renewed attention to the relationship between creative freedom, historical sensitivities and national representation in international entertainment.

The Foreign Ministry’s response highlights Beijing’s concern about the wider impact that cultural products can have on public perceptions of China. As television, animation, gaming and character merchandise reach audiences across borders, depictions of national institutions, historical events and cultural identities can become matters of public debate, with consequences extending beyond the entertainment industry.

Sanrio’s decision marks a significant change to the partnership following the backlash. The incident also raises broader questions for international businesses: how thoroughly should companies assess the content associated with licensing agreements, how can they anticipate cultural sensitivities in different markets, and how can commercial collaborations balance creative expression with respect for diverse audiences?

The controversy is likely to remain part of the wider discussion about cultural representation and corporate responsibility in cross-border entertainment partnerships.